Sherwood Tractor of Rose Bud, Ark., is Rural Lifestyle Dealer’s 2018 Dealership of the Year in the multi-store category. Patrick Richardson is the dealership’s IT manager and digital marketing specialist. Richardson explains a new technique in digital advertising, which is to use “wild card” keywords. Those keywords mimic a customer’s search term to modify how the dealership’s ad displays and ranks in search engine results.
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